Rhone launches 11 pop-up shops within Equinox locations across the US
Premium men’s activewear label Rhone has partnered with luxury health club chain Equinox to open pop-up shops within 11 of its 87 locations across the U.S.
Currently, every Shop @ Equinox offers a wide array of apparel and accessories from popular labels including Nike, Lululemon, Spiritual Gangster, Monrow and the exclusive Mack Weldon Airknitx line, so the incorporation of high-performance gear from Rhone is a seamless addition. "We have been working with Equinox since our launch and value the company not only as a retail partner but also as a fellow disruptive brand in the active industry," said Cortney Ansel, Senior Vice President of Sales for Rhone.
The shops will carry an expanded assortment of Rhone’s apparel, to include newly launched pieces incorporating GoldFusion technology (the use of gold particles into the fabric) that promise to dry faster, last longer and neutralize odors. While this is not the first pop-up experience for the three-year-old brand (the label had a holiday shop in SoHo last year), it is the premier pop-up retail concept for Equinox. Using the buddy system for the pop-up approach is not uncommon in the industry. Cartier recently partnered with Net-a-Porter, New York’s Cadar launched in Europe with a Paris pop-up and Fiorucci announced its relaunch with London pop-up at Selfridges.
Opening to the public on April 24, Rhone pop-up locations will include Equinox clubs in New York (63rd Street, W 92nd Street, E 44th Street), Los Angeles (Santa Monica, Beverly Hills, South Bay, Westwood), San Francisco (San Mateo), Washington D.C. (Bethesda), Dallas (Preston Hollow) and Miami (Aventura). The 63rd Street, Beverly Hills, San Francisco and Dallas locations are hosting launch parties (for members and the public) on May 11, to include free workout classes, discounted shopping and a Rhone gift bag.
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